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Consumer Behaviour and Marketing Action

Consumer Behaviour and Marketing Action

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Published by: jellpen on Nov 11, 2010
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A person has a self-image of him/herself as a certain kind of person.

The individual’s self-image is unique, the outgrowth of that person’s

background and experience. Products and brands have symbolic value for

individuals, who evaluate them on the basis of their consistency with their

personal pictures or images of themselves. Products seem to match one or more

of individual’s self images; other products seem totally alien. Four aspects of

self-image are:

1. Actual self-image—how consumers see themselves.

2. Ideal self-image—how consumers would like to see themselves.

3. Social self-image—how consumers feel others see them.

4. Ideal social self-image—how consumers would like others to see them.

Some marketers have identified a fifth and sixth self-image.

5. Expected self-image—how consumers expect to see themselves at some

specified future time. “Ought-to” self—traits or characteristics that an

individual believes it is his or her duty or obligation to possess. In

different contexts consumers might select different self images to guide

behavior. The concept of self-image has strategic implications for


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Consumer Behaviour

Unit - I


Marketers can segment their markets on the basis of relevant consumer self-

images and then position their products or stores as symbols for such self-


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